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Instructions for the Individual Assignment

McDonald’s was in trouble in 2014: Its sales and profits dropped steeply and its CEO, Don Thompson, resigned because of it. Many articles (mostly on Wall Street Journal) describe McDonald’s problems at that time and some actions it had taken to address those problems. McDonald’s launched All Day Breakfast in October, 2015. Although many people questioned the action at the time, the strategy seemed to be working, at least for now. Several articles comment on McDonald’s All Day Breakfast and its success. I have selected some of those published articles and listed their web links below. 

In this individual assignment, your task is to read those articles, analyze McDonald’s marketing environment (micro and macro) to identify the main problems it was facing, evaluate the actions McDonald’s has taken to address those problems and revive its brand and increase its sales and profits. 

In two to three single-spaced pages, answer the following questions:

Q1) What are the problems McDonald’s is facing? (Analyze McDonald’s marketing environment and discuss the components in the marketing environment that you think have contributed to McDonald’s declining sales) 

Q2) Which problems do you think are less serious and likely to be short-term, and which problems do you think are more serious and likely to be long-term? Explain your reasoning.

Q3) How effective do you think each of McDonald’s recent marketing strategies/actions is in addressing its problems and reviving its brand and sales? Explain your reasoning. 

Q4) Do you think McDonald’s All Day Breakfast will be a long-term success? Why do you think it has been successful so far? Do you have any main concerns about it? (You can try McDonald’s All Day Breakfast, if you haven’t done so already, and see how you like it.)

Due Date: The write-up for the individual assignment is due on May 19th, 2016.

Selected articles on McDonald’s problems:

http://www.wsj.com/articles/mcdonalds-november-sales-fall-more-than-expected-1418044377?KEYWORDS=mcdonald%27

http://www.wsj.com/articles/mcdonalds-faces-millennial-challenge-1408928743

http://www.bloomberg.com/bw/articles/2014-09-09/mcdonalds-happy-meal-problem-kids-turn-away-from-fast-food

http://www.wsj.com/articles/mcdonalds-china-challenge-rising-competition-1413965503

http://www.wsj.com/articles/mcdonalds-menu-problem-its-supersized-1417631056

Selected online articles on McDonald’s recent marketing strategies/actions:

http://www.usatoday.com/story/news/nation-now/2014/12/10/mcdonalds-to-trim-menu-examinie-ingredients/20202283/

http://www.usatoday.com/story/money/business/2014/12/07/mcdonalds-fast-food-restaurants-create-your-taste-millennials/19943987/

http://www.adweek.com/news/advertising-branding/ad-day-mcdonalds-refreshes-im-lovin-it-and-suddenly-feels-lot-oreo-162158

http://adage.com/article/cmo-strategy/mcdonald-s-launches-food-transparency-campaign/295395/

Selected articles on McDonald’s All Day Breakfast:

http://www.wsj.com/articles/mcdonalds-set-to-offer-all-day-breakfast-1441134058

http://www.wsj.com/articles/mcdonalds-earnings-climb-on-u-s-strength-1453727578

http://www.wsj.com/articles/mcdonalds-all-day-breakfast-is-luring-in-customers-study-finds-1449609778

http://www.nytimes.com/2016/04/23/business/all-day-breakfast-helps-lift-mcdonalds-out-of-its-slump.html?_r=0